In 2010, the Obama administration drafted the Full Fare Advertising Rule, which took effect in 2012. This Department of Administration rule required airlines (as well as agencies) to prominently display the total cost of airfares, including fees, surcharges, and taxes. The rule has been popular with passengers, but less so with airlines, many of which wish to highlight base fares and drive more interest in travel.
But now the DOT is considering making changes to the rule.
Last month, the DOT posted a proposed rule, “Enhancing Flexibility of Air Fare Price Advertising”—and on Friday they extended the comment period another three weeks, to August 21, 2026. The DOT said it is proposing to amend its rule on air fare advertising to allow the total fare, including taxes and fees, to be displayed with the same prominence as any individual components.
“The current rule states that individual components of air fare, like taxes and fees, may not be displayed prominently. The Department is also proposing to eliminate a prescriptive advertising regulation stating that components of a fare may not be presented in the same or larger size as the total price. These proposed changes would ensure greater flexibility in how air fare is displayed while ensuring information is presented clearly to consumers ...” said the proposed rule release.
It’s also being reported that the DOT may be considering more sweeping action, such as a possible repeal of its all-in pricing rule that governs the airline sector.
Regarding the extended comment period, the DOT said that it, “finds that additional time is necessary for individuals and stakeholders to comment on the complex issues in the NPRM, as well as the Department's Regulatory Impact Analysis.”
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